The ABM Playbook: Which is the right ABM strategy and platform for your needs?
One Size Fits All? Not with ABM
Before you can find the right solution, you first have to understand the problem. After all, even the most powerful solution is ineffective if it’s not tailored to the problem at hand. This idea is true when it comes to ABM. What Jabmo has realized from day one—and what analysts like those at Forrester now agree with—is that every industry has its own set of marketing goals and challenges. In complex industries like manufacturing and life sciences, those needs are especially unique. The new Jabmo omnichannel ABM platform has been designed to satisfy the evolving needs of global B2B enterprises as well as mid-size organizations.
Here’s some elements than any organisation should consider.
Do you focus on selling to existing customers more often than new customers?
Many verticals, like the tech space for example, focus their ABM efforts on gaining new customers. After all, they have an extremely wide market to sell to. But in Manufacturing and Life Sciences, that market is much narrower. So, in these industries, companies use ABM to up-sell, cross-sell, expand relationships, and ultimately grow revenue with existing customers.
This means marketers generally already know who their top accounts are and which ones they want to target with ABM. In these cases, first-party data plays a key role versus third-party data. First-party data, of course, is all that valuable information marketers can collect as accounts directly interact with their website, content, and marketing assets.
To really harness all this data and prioritize accounts getting ready to buy, marketers need the ABM tools to uncover who is visiting their website, what content they’re engaging with, and when/where that engagement surges.
The new Jabmo platform provides an Account Tracker capability to identify incoming website traffic and content consumption and account-level analytics.
Do you need to tap into new market and find new clients?
Many organisations, need to focus their ABM efforts on gaining new clients in new or current market. In these industries, marketers generally don’t have fixed list of accounts to go after. In this cases, intent data becomes important and coupled with first-party data can support in the identification of potential new customers.
The new Jabmo platform is fully integrated with the most comprehensive and multi-language intent data platform and B2B company database. Companies can use the intent-data platform to identify accounts to target with a high propensity to buy their services. They can perform targeted omnichannel campaigns and monitor the evolution of their engagement analyzing the accounts visits on their websites (first-party data). All in one single place.
Buyers, not salespeople, are in control—all thanks to digital content
If you go back 20-30 years, buying and selling in all company sizes were based on relationships. If buyers wanted to know something about a product or service, salespeople were the only source of information. In short, Sales held all the power.
Now, online vendor content has exploded, and the tables have turned. Information about a company’s offerings is readily available online. Buyers can (and prefer to) conduct their own anonymous online research, remaining unknown to salespeople throughout most of the buying journey.
This means that marketers need the ability to uncover anonymous research activity on their website, as well as send targeted messaging to buyers within key accounts while they’re still unknown. IP sensing technology and IP-based advertising tool make it all possible.
The new Jabmo platform is fully integrated with an award-winning IP-based Account-based Advertising platform that deliver targeted and customised messages to your ideal accounts, has the capability to identify incoming website traffic and content consumption and account-level analytics.
Buying groups are large and buying processes are complex
Because of the complex nature of the sales process, buying
decisions are no longer made by one or two individuals. One-on-one meetings
with prospective buyers are increasingly becoming a remnant of the past.
Now, large buying groups typically make decisions, and the
process is long and complex. These groups are made up of many different
stakeholders—each of whom plays a different role in the process, has a unique
area of concern or interest, and consumes different types of information as
they conduct online research.
Todays’ marketers need help to understand the different
layers of a buying group, and then engage with each through tailored content
and messaging that’s relevant to their role in the decision-making process.
With the new Jabmo platform, our clients deliver targeted
messaging that guides every layer of the buying group through the buying
journey. They can see the big picture of buying group engagement, as well as drill
down into specifics to ensure they’re sending the right messages at the right
time.
The need for greater support
With a myriad of product offerings and divisions, companies can’t have a “set it and forget it” approach to ABM. In other words, they can’t just send one message per key account and call it a day. Instead, they need many levels of messaging and a range of content, as multiple campaigns running simultaneously. These campaigns need to be continuously modified, tweaked, evaluated, analyzed, and updated to ensure success. Overall, it’s a huge workload.
That’s why companies need an ABM partner that can serve as an extension of their marketing team. With Jabmo’s managed services, our clients get guidance and support, from strategy through execution and beyond. We ensure their campaigns are operationalized and continuously optimized.
Organisations need global, regional, and local strategy
Today’s many companies operate on a global scale.
They need to be able to create, deploy, and analyze campaigns at global, regional, and local levels. And equally important in the ability to tie data from all these campaigns together and uncover actionable insights for Sales and Marketing.
At Jabmo, we help the world’s largest and mid-size companies reach and engage with their key accounts—no restrictions on location or language. Our platform has true global reach, while ensuring compliance with any applicable privacy regulations, like GDPR.
On top of that, the new Jabmo platform provides a centralized view of all campaigns and activity. This insight across local, regional, and global efforts helps clients understand and report on their marketing performance, as well as optimize their strategies moving forward.
Bottom line
Companies need an ABM solution that is tailored to their
vertical. And when it comes to Manufacturing and Life Sciences, Jabmo leads the
way.